Marketing--FromValue-in-exchangetoValue-in-use市場營銷--從交換價值到使用價值PPT課件

1、 Marketing- From Value-in-exchange to Value-in-use (市場營銷市場營銷-從交換價值到使用價值從交換價值到使用價值) 價值不是賣出來的而是用出來的，用得著且用著好才叫好！ -馬 勇Value-Core of Marketing(價值價值市場市場營銷核心營銷核心)n(AMA,2007) Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that

2、have value for customers, clients, partners, and society at large.(市場營銷是為創(chuàng)造、溝通、傳遞和交換對顧客、客戶、伙伴和全體社會有價值提供物的活動、機(jī)構(gòu)和流程)項目擁有數(shù)量使用數(shù)量使用率原因吃食用油7桶4桶0.57用不著不好用穿運動服4套1套0.25住住房4套2套0.50行轎車1輛2次/周0.28信電腦4臺1臺0.25案例： 個人生活用品使用狀況統(tǒng)計Meaning of Value(價值的含義價值的含義) Seller(售賣者)Producer(生產(chǎn)者) User(使用者)Value-in-labor (勞動價值)Value-

3、in-exchange (交換價值)Value-in-use (使用價值)William PettyAdam SmithGary Becker Labor time (勞動 時間) Price(價格） Cost per using(每次使用成本)From value-in-exchange to value-in-use (從交換價值到使用價值從交換價值到使用價值)Buyer (購買者)Provider(供應(yīng)商) User (使用者)lInteraction(互動互動):Communication(溝通) Experience(體驗)Involvement(參入)Value-in-exchan

4、ge (交換價值)Misleading(誤導(dǎo)):Information asymmetry User (使用者)Buyer (購買者)Value-in-use (使用價值)Agent(代理):No currency voting right1234Value Co-creation Based on Value-in-use(基于使用價值的價值共創(chuàng)基于使用價值的價值共創(chuàng))Provider(提供者)User(使用者)Value co-creator(價值共創(chuàng)者)Value facilitator(價值促進(jìn)者)Value-in-use(使用價值)No interaction(沒互動)Interac

5、tion(互動)Interaction Process of Value Co-creation (價值共創(chuàng)的互動過程價值共創(chuàng)的互動過程)Probing(探查)Proposing(倡議)Partnering(合作)Performance(績效)Interaction (互動)Value-in-context (情景價值)Value co-creating (價值共創(chuàng))Value proposition (價值主張)Value-in-use(使用價值)Theoretical significance(理論意義理論意義)Business Advice (創(chuàng)業(yè)建議創(chuàng)業(yè)建議)n創(chuàng)業(yè)建議1：蔬菜廚藝店（

6、線下創(chuàng)業(yè)）蔬菜店(傳統(tǒng))-賣蔬菜-交換價值營銷蔬菜廚藝店(創(chuàng)新)-賣做菜的方法-使用價值營銷創(chuàng)業(yè)準(zhǔn)備-大學(xué)期間利用業(yè)余時間學(xué)廚藝并獲得廚藝等級證書+買一套廚師服+蔬菜店n創(chuàng)業(yè)建議2：親子水杯網(wǎng)店（線上創(chuàng)業(yè)）水杯廠(傳統(tǒng))-功能價值+美學(xué)價值-交換價值營銷親子水杯網(wǎng)店(創(chuàng)新)-功能價值+美學(xué)價值+情感價值創(chuàng)業(yè)準(zhǔn)備-大學(xué)期間兼修藝術(shù)專業(yè)+一臺電腦+一臺3D打印機(jī)+10m2單間nReference:n1Prahalad, C.K., & Ramaswamy, V. Co-creation experiences: the next practice in value creationJ. J

7、ournal of Interactive Marketing,2004(18):5-14.n2Stephen L.Vargo, Robert F. Lusch. Evolving to a New Dominant Logic for MarketingJ. Journal of Marketing: January 2004(1):1-17. n3Grnroos.C. Service logic revisited: who creates value? And who co-creates? J. European Business Review,2008(20):298-314.n4B

8、allantyne,D., & Varey,R.J. Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowingJ. Marketing Theory,2006(6):335-348.n5Grnroos.C. & Annika, R. Service as business logic: implications for value creation and marketingJ. Journal of Service Management,2011(22):5-22.n6 Prahalad, C.K.; Ramaswamy, V. (JanuaryFebruary 2000) Co-Opting Customer Experience. Harvard Business Review.